North-Wales based Chartered Practitioner, Anthony Bullick joined the CIPR back in 2011. In the latest of a series of member Q&A’s, he reflects on his unconventional route into public relations and shares thoughts on the current state of PR practice.
Name: Anthony Bullick Chart.PR, MCIPR
Position: Digital Director
Company: Outwrite PR
Qualifications: BA(Hons) Media and Sports Journalism, NCTJ Certificate, CIPR Advanced Certificate in public relations.
Preferred social networks:
Personal – Instagram. I have close family and friends who live in Nottingham, and Instagram is the best social network for staying digitally connected with them.
Work – Twitter. It’s an easy way to see what’s happening and what people are talking about in that moment. I also follow influential professionals in the PR industry, who share incredibly valuable insight.
Your route into PR was far from conventional. How did you land your first role?
I completed my National Council for the Training of Journalists (NCTJ) qualification in the summer of 2008, just as the financial crash happened, so jobs in the industry were scarce and highly competitive. I received feedback from prospective employers that the other candidates simply had more experience than me. I decided to carry out voluntary work to build up my PR portfolio, whilst working as a branch manager for a finance company. I began applying for roles once I felt I had enough PR success stories to talk about, and I was offered a junior role at Outwrite. So me and the family moved from Nottingham to North Wales, and the rest is history.
Which industry trends are you most excited about and why?
The advancement of online analytics that demonstrate the value of PR is exciting. There are so many tools available to help PR professionals demonstrate the impact of what we do. CoverageBook works well for us.
What’s been the biggest challenge you’ve faced in your role? Educating potential clients that PR is more than ‘just securing media coverage’. Lots of people pigeonhole PR as a tactic and misunderstand the value it brings in helping organisations achieve their overall objectives.
Where do you see yourself in 5 years time? Leading a team of people passionate about PR and communications, and in the position to offer young people career opportunities.
What will you look for in those you hire?
The right attitude and an appetite for learning. The PR landscape is constantly shifting. Understanding how techniques develop and evolve is crucial. Skills and experience can be developed but it all starts with the right attitude.
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